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The Grey Pride campaign is urging the Government to prepare better for the massive demographic changes taking place, with forecasts of a 50% rise in the number of over-65s and a doubling in over-85s between 2010 and 2030.

We believe a minister is needed at Cabinet level to ensure society is ready to support the needs of the older people of today and tomorrow.

Despite making up 40% of the voting public, there is no single minister dedicated to representing the views of older people or able to hold the government to account.